ChanChandler VicePresident,HumanResources
Therearemanywaystocultivateaculturallydiverse workforce–recruitment,trainingandregulatory compliance,tonamejustafew.Wefollowallofthose practicesatGlenRaven,buttheprimarydriversforcultural diversitywithinourworkforcehavebeenglobalexpansion andchangesinthemarketsandcustomersweserve.
ThefirstmajorinfusionofculturaldiversityforGlenRaven occurredin1998whenweacquiredDicksonSA.Overnight, weemployednearly1,000Frenchassociates,notto mentionDicksonmarketingrepresentativesdeployed inAsia,theMiddleEastandaroundtheworld.This acquisitionhelpedtoopenourcompanytodifferent waysofthinkingaboutproducts,marketsandcustomers.
Theexpansionofsalesandmarketingpersonnelaround theworldhascontinuedtoenhancetheculturaldiversity ofourworkforce.FromAustraliatoLatinAmericaand fromSwedentoSouthCarolina,GlenRavenpeople comefromallbackgrounds.
Anothermajorinfusionofculturaldiversityoccurred withtheopeningofourChinaplant.An18-month constructionandstart-upprocessgaveourU.S.associates anopportunityforextendedtoursofserviceinAsia,where theyworkedhand-in-handwithChinesecounterparts. Weweregratifiedbyhoweagerourassociateswereto volunteerforserviceseveralweeksatatimeinChinato helpteachnewemployeestheGlenRavenwayofdoing business.TheseU.S.associatesreturnedtoGlenRaven withadeeprespectfortheworkethic,intelligenceand commitmentoftheirnewChinesecolleagues.
Whilegrowthoftheglobaleconomyhasbeentheprimary driverofdiversitywithinourcompany,wehavealso beenchargedwithbringinginnewtypesoftalentto ourcompanyduetochangestakingplacethroughout
thesupplychain.Technicalservicesthathavebeen traditionallyprovidedbyvendorsarenolongeravailable, requiringthatwerecruitadiversityoftalent,fromyarn specialiststoproductandmarketingmanagers.
Allofthesechangeshavegreatlyelevatedtheexpectationswe haveforourassociates.Whilestrongtechnicalknowledgeis required,wealsolookforamarketingandcustomer orientationfromallemployees.Wevaluedisciplinedemployees whoarewellroundedandworkwellaspartofateam.
WearefortunatethatGlenRavenhasearnedareputation asagoodplacetoworkandiswellnetworkedwithinthe industry.Whilewerecruitregularlyfrommanysources, wefindthatseasonedprofessionalsregularlyapproachus whentheyarereadyforacareerchange.GlenRavenalso hasastronginternationalinternshipprogram.
It’snotenough,however,justtorecruitgreatpeople. Youalsohavetoretainthem.GlenRavenhasalsobeen fortunateinthisregard.Ourculturefostersindependence, entrepreneurshipandinnovation,factorsthathaveledto long-termcommitmentsbytalentedassociates.
ThemarketsandcustomersthatGlenRavenservestoday areincrediblydiverse,andit’sourgoaltoassurethatour associatesreflectthisculturaldiversity.Wewillachieve thisgoalbyfosteringaninnovativeculture,takinga globalview,recognizingindividualachievementand givingtalentedpeoplethefreedomtheyneedtoreach theirfullpotential.
WilliamS.Chandler,whocurrentlyservesasvicepresidentofhuman resourcesforGlenRaven,joinedthecompanyin1982instrategic planning,aresponsibilityhecontinuestoday.HeearnedaBachelor ofArtsdegreeinEnglishandanMBAfromtheUniversityofNorth Carolina,ChapelHill.
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ABOVE: DicksonCoatingsfabricsintheceilingofthehistoricShakespeare’sGlobeTheatre. OPPOSITEPAGE: ChanChandler
“ThemarketsandcustomersthatGlen Ravenservestodayareincrediblydiverse, andit’sourgoaltoassurethatour associatesreflectthisculturaldiversity.”
Linkingeveryone withinformation
Fromproductionplanningtomarketingandfromsenior managementtocustomers,thecommonbondtoday isinformation–notjustinformation,butreal-time, actionableinformationdeliveredinaneasy-to-understand format,24/7,whereandwhenitisneeded,reliablyand efficiently.It’satallorderthatGlenRavenhasembraced.
Duringthepastseveralyears,wehaveinvestedheavily ininformationsystemsthatintegrateourglobaloperations. FeaturinganOracledatabaseandJomarapplications software,thesesystemshaveachievedreliabilitylevels closeto100percent.
Ourmostsignificantdowntimeoccurredin1999whena constructioncrewseveredanelectricallinethattookour Burnsvilleplantoff-lineforsixhours.Bycontrast,arecent earthquakeinChinahadnoimpactonourconnectionwith GlenRavenAsia.
Forourmanagementteams,integratedinformationsystems meantheyalwayshavethereal-timeinformationtheyneed formakingdecisionsrelatedtoinventories,production schedulesandbusinessplans.Forourcustomers,these systemsprovidecurrentinformationonordersfromthe timetheorderisplaceduntildelivery.
WecurrentlyprovideinformationsupportforourNorth Americanoperations,aswellasGlenRavenAsiainChina.
OurFrenchsubsidiariesoperatetheirowninformation systems,whileprovidinganinterfacewithourU.S.data centerfortheconsolidationofinventory,marketingand salesinformation.
Withhardwareandsoftwarelifecyclesofthreetofive years,wearededicatedtoapositionneartheleadingedge oftechnology,butneveratthe“bleeding”edge.Weevaluate potentialinvestmentsbasedoncustomerbenefitsandselect onlythosethatwillresultinsignificantproductorservice improvements.Ourevaluationsincludeindividualhardwareand softwarecomponents,alongwithanassessmentofhowthese elementscanbeintegratedintoourenterprise-widenetwork.
Thecomplexityofourinformationsystemhasnever beengreaterthantoday.Materialresourceplanningfor ourplants,bywayofexample,requiresfactoringina greatdiversityofcolors,styles,materialsandsources. GlenRavenistrulyacustomfabricsoperation,which requiresmoreandbetterinformationthaneverbefore.
IntegrationofTheAstrupCompanyandJohnBoyle& Companyisourtoppriority,alongwiththecreationofan enhanceddashboardreportingsystemforexecutive management.Byspring2008,wewillhavecreateda secondgenerationdashboardreportingsystemthatwill improvemanagement’sonlineaccesstoreal-timeinventory, productionandsalesinformation,whichwillresultinbetter decisionsinsupportofcustomers.
BecauseinformationisparamounttoGlenRavenassociates andtheircustomers,ourInformationServicesDepartment hasadoptedaservicebureaumentality.Everyrequestis givenimmediateconsideration,andwesetprioritiesbased oncustomerneeds.
WithinformationservingastheglobalglueforGlenRaven, consistent,timelyaccesstodatamustbeagiven.Through acollaborativeapproachwithourassociates,closerworking relationshipswithcustomersandadisciplinedapproachto theintroductionofnewtechnology,GlenRaven’sinformation infrastructurewillcontinuetokeepeveryonelinked.
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JohnDuncan,vicepresidentforinformationservices,hasbeenwith GlenRavenfor23years,servinginavarietyofmanagementpositions. Heearnedabachelor’sdegreeineconomicsformEastCarolinaUniversity.
JohnDuncan VicePresident, InformationServices
John Duncan
Ourcompanyisheavilyinvolvedinconsultative sellingbecauseofthetechnicalnatureofoursoil reinforcementproducts,genericallycalled “geogrids”andbrandedasStratagrid®.Thetremendous numberofvariablesineachapplicationandthecritically importantwaysinwhichourproductsareusedrequirea specializedsalesapproach.Whenyouarecreatinga90-foot retainingwallforretentionofasteepslopeatashopping center,thereisnomarginforerror.
Ideally,oursalesorganizationoradistributorwillidentifya residentialorcommercialdeveloperwhoneedsourassistanceat theearlieststagesofsitedevelopment,whetherit’sashopping mall,multi-familycomplexorsingle-familysubdivision.This approachallowsustohelpguidesolutionsforsteepslopeand retainingwallconstructionfromtheverybeginning.Noone knowsourproductsbetterthanwedo,andwecanaddthe greatestvaluetheearlierweengageinaproject.
Inothersituations,wearecalledinaftertheproject hasbeendesignedandisoutforbid.Inmanyofthese situations,wecanuseourtechnicalknowledgetosuggestan alternatedesignthatisequallyormoreeffectiveat acostsavingstothedeveloper.Ourexpertisein“value engineering”isextremelyimportanttodevelopers.
Thedemandforourproductsandourexpertiseisgrowing asdevelopersseekoutcreativewaystobuildonsitesthat maybelessthanideal.Inonesituation,weassisteda developerwitha93-footretainingstructurethatallowed himtomoveforwardwithalargeretailshoppingcomplex thatwouldnothavebeenpossibleotherwise.Weroutinely workonretainingstructuresthatare20to30feetorlarger.
Notonlydoweprovideconsultationtoengineersand developers,ourtechnicalstaffisalsoresponsibleforproviding technicaldataonourproductstotheengineeringprofession andassuringthequalityofourproducts.Wepromotethe technologyofsoilreinforcementthroughthedistributionof technicalinformationandinvolvementinindustryassociations thatpromotethedevelopmentofnationalstandards.
Intermsofqualityassurance,ourdiversifiedportfolioof soilreinforcementproductsareexpectedtoperformfor 75to100yearsorlonger,whichrequiresextensivetesting, includingreviewbyoutside,independentlaboratories. Wereviewtheuseofourproductsinawidearrayof situations,includingvarioussoilconditionsandproduct combinations.Thisinformationhelpsusspecifytheright productforeachapplication.
Theresourcesthatwebringtomarketbeginwithour researchanddevelopmentandmanufacturingfacilitiesin NorthCarolinaandGeorgia.Ourinvestmentinindustryleadingtechnologyallowsustoofferuniqueproductswith alongtrackrecordofreliability.Wealsohaveexperienced salesandtechnicalrepresentativeswhocoverallofthe U.S.,andareavailabletoassistdevelopers,engineersand ourteamatcompanyheadquarters.Theyalsoprovide additionalexpertiseinprojectdesign.
Whenitcomestogeogridtechnology,acombinationof state-of-the-artproductsandseasonedexpertiseiscritically important.Ourleadershippositionintheindustrywill continuetobebasedontheseessentials.
LanceCarteristechnicaldirectorwithStrataSystems,afirmspecializing ingeogridtechnologythatwasacquiredaspartofJohnBoyle&Company. AregisteredprofessionalengineerandagraduateofVirginiaTechincivil engineering,Carterhasmorethan15yearsexperienceinengineering andconstructionproducts.
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Lance Carter
LanceCarter TechnicalDirector, StrataSystems
Consulting, Selling,Serving
Changing Sunbrella®’s Stripes
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GinaWicker DirectorofDesign,CustomFabrics
Inthesummerof2004,TheWashingtonPosthome sectionpublishedafeaturestoryundertheheadline
“Sunbrella® ChangingItsStripes.”Thearticledescribed howAmerica’sfavoriteperformancefabricbrand,long associatedwithsolidcolorsandbroadstripes,wasevolving.
“Insunroomsandplayrooms,ondining-roomchairsand kitchenbanquettes,afabricispromisingtosingle-handedly destroythedreadedduoofindoorcatastrophes–stainsand fading–thateventuallymarseverychairandcouch,”ThePost wrote.“Takingaimatfamily-friendlyinteriors,Sunbrella,the companythathasbuiltitsreputationondeckawningsand boataccessories,hopesnowtoupholsterourhome’sinteriors.”
ThemetamorphosisforSunbrellafabricschronicledbyThe Postiscontinuingapace,theresultofadvancingtextiles technologyanddesigninspirationsgleanedfromaroundthe world.Jacquardweaving,innovativeyarncombinationsand advancedfabricfinisheshavechangedthelookandfeelof Sunbrellafabrics,allunderthecarefulstewardshipofour dedicatedGlenRavendesignteam.
Ourteamiscomprisedofthemosttalentedgroupof designersthatIhavehadthepleasuretoworkwithinmy20 yearsintheindustry.Eachofthembringsauniquetalent, individualexperienceandunbridledenthusiasmtotheteam.
Wetraveltheglobeinsearchofthenextbigtrend.Maison& ObjetinParis,DecositinBrusselsandHeimtexinFrankfurtare majorEuropeantradeshowsthatweattend.Wealsoparticipate inNeoconinChicagoandHospitalityDesignExpoinLas Vegastostayintunewithcontractandhospitalitymarkets.
Theseshows,alongwithcorecustomerevents,suchasthe CasualFurnitureMarketinChicago,InternationalHome
FurnishingsMarketinHighPoint,IndustrialFabrics AssociationInternationalExpoandInternationalBoat BuildersExposition,makeitpossibleforourteamto understandtrendswithindifferentmarketsegments.
GlenRavendesignersplayanactiveroleinestablishing colortrendsthroughparticipationintheColorMarketing Group.Wenotonlyattendeachconference,welead workshopsthathelpdefinethetrendsfortheupcoming seasons.ThissummerIwasaskedtogiveapresentation oncolortrendsfortheoutdoorroomatthegroup’s SoutheasternRegionalConference.
Becausetheinteriordesigncommunityishungryfor beautifulperformancefabricssuchasSunbrella,weare nationalindustrypartnersintheAmericanSocietyof InteriorDesigners.Itiscriticalthatweknowand understandthechallengesoftheinteriordesigncommunity sothatwecanproduceproductsthatmeettheirneeds.
Oneoftheuniquethingsaboutourdesignersishowclosely theyworkwiththeircustomersandwithoursalesteam,which givesthemwonderfulinsightsintothemarketplace.Each designerhasauniquesenseofstyleanddesigncombinedwith adeepunderstandingofindividualcustomerneeds.
Althoughourdesignjobischallenging,itisrewardingwhen wesatisfyacustomer’sneedforexclusivedesignsorwhen wepresentanewfabrictointeriordesignersormagazine editorsandtheycan’tbelievethatit’sSunbrella.
GinaWickerisdirectorofdesignforGlenRavenCustomFabrics,apositionshe hasheldfornearlyfiveyears.SheearnedadegreeintextilesfromN.C.State UniversityandaMastersofBusinessAdministrationfromDukeUniversity.
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ABOVE: Sunbrella®fabricsforresidentialinteriors.
OPPOSITEPAGE: Left:GinaWalker;Above:Sunbrelladesignteam,lefttoright,NicoleZiecik,AmyRochester,SaraHall,EmilyCosgrove, GregVoorhis,AndersonHicks,GinaWicker,ClaireMadera,LindaBarbuto
“Jacquardweaving,innovativeyarn combinationsandadvancedfabric finisheshavechangedthelookand feelofSunbrellafabrics,allunderthe carefulstewardshipofourdedicated GlenRavendesignteam.”
10 Getting Closerto OurCustomers
Everybusinesssearchesforinnovativewaystobuild customerrelationships.Planningmeetings, newsletters,regulare-mailmessages,phonecalls, golfoutings–younameitandvirtuallyeverybusinesshas triedallofthesetechniquestosustainandbuildclose relationshipswithclients.
GlenRavenisnoexception.Wefieldmarketing representativesforallofourmarketsegments,issue publications,overcommunicateateveryopportunity,travel thousandsofmilestoattendtradeshowsandenjoyaround ofgolfortwoeachyear,allwithagoalofstayingcloseto ourcustomersinordertobuildrelationshipsandgain insightsintochangingneeds.
WithouracquisitionandmergerwithTheAstrupCompany andJohnBoyle&Companywehavemadeaquantum leapingettingclosertoourawningandmarinecustomers. Whileinthepast,wesuppliedAstrupandBoylewith fabrics,whichtheysoldtocustomers,theresponsibility fordirectcustomersupportnowrestswithGlenRaven, andwewelcomeit.
CreationoftheGlenRavenDistributionGroupwillbringus inclosercontactwithourcustomersthaneverbeforeinour 127-yearhistory.Wehaveassumedthisresponsibilitywith confidencebecauseofthedepthandbreadthofresources offeredbyBoyleandAstrup.Formorethan100years, thesecompanieshavebeeninthedistributionbusiness, changingwiththetimes.Theyhavebuiltastrongnational infrastructurefocusedonthetimelydeliveryofproducts andtheprovisionofqualityservice.
AtransitionteamatGlenRavenhasoverthepastfew monthsreviewedtheresourcesofthesetwoindustry leaders.Wehavelookedforwaystobringoperations
togetherandleveragetheircombinedresourcesforthe benefitofourcustomers.Thetransitionteamhasidentified numerousopportunitiesforastronger,moreefficient operationthroughthepoolingofresources.
Creatingamoreefficientdistributionorganization, however,isjustthebeginning.Wearealsobeginningto appreciatehowourcombinedresourcescancontribute toenhancedinventorycontrolandproductavailability. Asmanufactureranddistributor,weareinapositionto haveacomprehensiveviewofproductinventories,from thefactorythroughservicecentersandwarehouses. Wewilltranslatethisknowledgeintoenhancedservice.
Beyondsupplychainmanagement,closerrelationshipsopen upthepotentialforthecreationofinnovativenewproducts andservices.Wecanlearnfirst-handwhatourcustomersneed andwhattheircustomersaredemanding.Workingtogether, wecanimproveexistingofferingsandlaunchnewproducts.
Gettingclosertocustomersiscertainlyanexercisein relationshipbuildingandcultivatingtrustandloyalty. TheGlenRavenDistributionGroupwillpursuethese avenues,butwewilltakethisprocessseveralsteps beyondthataswell.
Ourvisionforthefutureisoneinwhichwekeepmarkets growingforthebenefitofeveryone,notonlybecausewe operateanefficientsupplychain,butbecauseweareclose toourcustomersandtotheultimateuserofmanyofour products,theconsumer.
HarryGobble,generalmanageroftheGlenRavenDistributionGroup,is a28-yearveteranwithGlenRaven,primarilyinsalesandmarketingroles, includingdirectorofmarketingforCustomFabrics.HeearnedaBachelor ofSciencedegreeinbusinessmanagementfromVirginiaTech.
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HarryGobble GeneralManager, GlenRavenDistributionGroup
ABOVE: GlenRavenentersdistributionservices. OPPOSITEPAGE: HarryGobble
“Beyondsupplychainmanagement, closerrelationshipsopenupthepotential forthecreationofinnovativenew productsandservices.”
nindustry-leadingbranddoesn’thappenbyaccident. Ithastobedefined,communicated,supportedand innovated.Mostimportantofall,asuccessful brandmustberepresentedinawaythatisconsistentwith itsvaluesandrelevanttoitsaudience.
SuchisthestoryofSunbrella®.Itwaslaunchedin1961with avisionofbecomingthepreferredstandardforawning fabricsamongtradeprofessionals.Overthepast46years, productinnovationhasextendedSunbrellaintoavarietyof applications,includingmarinecanvas,convertible automobiletopsandupholsteredfurnitureforinsideand outsidebothhomesandbusinesses.
Today’sSunbrellaisnottheproductitwasin1961.Continuous investmentsinresearchanddevelopment;productionand processimprovements;andamarketingteamthatcontinually asks“Whatif?”haveenhancedperformancewhileexpanding thecolor,stylingandconstructionrange.Sunbrellacontinuesto improveandbecomemoreusefulwithtime.
Alongtheway,wehaveconsistentlyfocusedoncreatingthe mostdurable,bestperformingfabricavailableforaparticular enduse.WeonlyusethenameSunbrellawhenthefabric fulfillsthatpromise.Customersandconsumersknowthat theycantrustSunbrellaandthatGlenRavenwillsupportthat promisetotheirsatisfaction.Theresultingawarenessand preferenceforSunbrellaisthefruitofourbrandstrategy.
Intermsofbrandsupport,GlenRavenhasbuiltthe Sunbrellabrandthroughconsistenttradeandconsumer advertisingthatbeganwiththeproductlaunch46yearsago andhasgrownsteadilyeversince.Mediaadvertisingin tradeandconsumermagazinesreachesmorethan 41millionpeopleannually.
Closelyassociatedwithadvertisingareshowhome sponsorships,whichinclude12signaturehomescoast-tocoastthisyear,backedbyleadingconsumershelter publications.Eachshowhometypicallyattracts20,000to 30,000visitorseachandallowsconsumerstoexperience Sunbrellainapplication.Sunbrellareachesmillionsmore throughprominentdisplaysineditorialspreadsbythe magazinesthatsponsorthehomes.
WesupporttheSunbrellabrandthroughanongoingpublic relationsprogram.Productplacementsandfeaturestory mentionswillreachmorethan100millionreadersthisyear. Writersandeditorswhospecializeinhomefurnishings knowandrespectSunbrellaasevidencedbytheamountof editorialspacedevotedtothebrand.
Otherbrandsupportincludesparticipationinleadingtrade shows,suchasIndustrialFabricsAssociationInternational, InternationalBoatBuildersExpo,CasualFurnitureMarket andtheHospitalityandDesignExpo.GlenRavenhas dedicatedmarketmanagersforawning,marine,casual furniture,residentialfurnitureandcommercialfurniture wholeadproductdevelopmentandmarketingfortheir respectivemarkets.
TheinfrastructuresupportingSunbrellaandallofGlen Raven’sbrandscontinuestobuildonthe127-yearhistoryof thecompany’sleadershipandintegrity.Brandstrategyis criticaltooursuccess,andyoucancountonGlenRavento keeptheSunbrellabrandhealthyandgrowing.
HalHunnicuttisdirectorofmarketingforGlenRavenCustomFabrics. HunnicutthasbeenwithGlenRavenfor12years,includingservicein strategicplanning,brand,productandaccountmanagement.Heearned BachelorofSciencedegreesfromtheUniversityofNorthCarolina, ChapelHillandNorthCarolinaStateUniversityandanMBAfromUNC.
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HalHunnicutt DirectorofMarketing, Customfabrics
HalHunnicutt
A buildingthe sunbrella® brand
Withsubstantialmanufacturingfacilitiesnear Lille,France,manypeoplearesurprisedtolearn thatweviewourselvesasamarketingcompany. Thisviewisnottodiscountourmanufacturingcapabilities, whichareworld-class,buttoemphasizethatmarketing, brandingandproductdifferentiationareessentialinEurope andinallofthemarketsweserve.
Ourmarketingstrategyiscomprehensive,includingconsumer andtradeadvertising,showroomdisplays,designsoftware, Internetpresenceandsampling,allsupportingapush-pull strategyforDickson® andSunbrella® brands.Researchand developmentandsamplingfallunderourmarketingumbrella, andwesupportanawningdealernetwork.AtDickson,we providefulldistributionservicesaswell.
Wemarketintoextremelycompetitivemarkets,particularlyin Europe,whichmeansthatbrandrecognitionandcreativity arecritical.BecauseofthestrengthoftheDicksonbrandfor awningfabricsandSunbrellaformarineapplications,wecan providepremiumofferingsforallofourcustomers.
Ourcreativityinmarketingshinesthroughinourads, includingarecenttelevisionspotthatintroducedacostumed character,“Mr.Sun,”whocanbeheldatbaywithawnings madefromDicksonfabrics.Anothercreativemarketing elementthathasbeensuccessfulforusisasoftwareprogram thatallowsconsumerstoillustratetheapplicationofawnings withDicksonfabricsfortheirhomes.Thisprogramnotonly showsthedesign,butalsogeneratesadetailedcostestimate.
Fromastrategicpointofview,oneofourmostimportant marketingprogramsisournetworkmarketingprogram StoristeAgreeDickson(SAD),whichtranslatesas“Dickson OfficialDealer”program.Welaunchedasimilarprogramin 1988andreinvigoratedtheeffortin2006withthecreationof SAD,whichconsistsof170awningdealersacrossFranceand inBelgiumandtheNetherlandswhohaveagreedtosupport thiscooperativemarketingventure.Eachofthedealersfeatures DicksonfabricsanddisplaystheSADlogoinlocaladvertising, oninstallationvehiclesandthroughmarketingmaterials.The programisscheduledtoexpandintoSpainandItalyin2008.
SADmembersbenefitfromournationaltelevisionadvertising program,whichnoneofthedealerscouldaffordworking independently.Eachnetworkmemberhasexclusiverights totheuseoftelevisioncampaignslocally.Inaddition,weoffer marketingkitsthatenabledealerstouseournationaladvertising programonalocalbasisandtomerchandiseawningsatretail.
SADnetworkdealershaveaccesstoanexclusiverange of20fabricsandcanalsouseacustomdesignWebsite thatprovidesmorethan10,000customawningestimates toSADdealerseachyear.
MarketinginEuropeisallaboutcreativity,partnerships andpushingandpulling.Continuedsuccessinthesuper competitivemarketsaroundtheworldrequirescreative thinking,continuousinnovation,strongbrandsandthe abilitytoearnconsumerloyaltyandtrust.OurSADnetwork goesalongwayinhelpingtoachieveallofthesegoalsfor theultimatebenefitofourcustomers.
DavidCorfmatisgeneralsalesandmarketingmanagerforDickson-Constantin Wasquehal,France.Hejoinedthecompanymorethan12yearsagoandhasheld avarietyofpositionsinexportservices.CorfmatattendedbusinessschoolinParis.
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Davidcorfmat generalsales&marketing manager,dickson-constant
Pushing,Pulling, marketingineurope
Emphasizing “Custom”in CustomFabrics
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Anageofmasscustomizationisatrendthathas beenpredictedformanyyears.Futuristsenvision apointinhistorywhenconsumerswillhave thousandsofchoicesforvirtuallyeveryproduct,all madepossiblebytechnology.
AtGlenRavenCustomFabricswearerapidlyapproaching masscustomization,withthousandsofSKUspassing throughourAndersonmanufacturingfacilityeachyear. Withtheincreasingnumberofcolors,styles,productsand markets,theword“Custom”inournamehastakenon evengreatersignificance.
Resourcestosupportamasscustomizationoperationsuchas oursareextensive.ItallbeginswiththeAnderson manufacturingfacility,a1-million-square-footvertically integratedoperationthatremainsoneofthemostmodernand highlyautomatedinthetextileindustry.Firstopenedin1995, wehavecontinuedtoinvestinthisfacility,includingarecently announcedthree-year,$20millionimprovementprogram.
Inadditiontomanufacturing,theAndersonfacilityishome forqualityassurance,researchanddevelopment(which iscoveredelsewhereinthisissue),productresource planningandnumerousothersupportfunctions.Therecent consolidationofourElberton,Georgiajacquardweaving operationintotheAndersonfacilityhasresultedinamore efficientoperation.
BeyondtheAndersonfacility,CustomFabricshasanumberof otherresourcesthatarevitaltoourbusiness.Thedesigngroup, alsodiscussedinthisissue,providesstylingandcolorinspiration andhasoneofitsteammembersassignedtotheAnderson plant.Thiscloseworkingrelationshipbetweendesignand manufacturinghelpsassurethatnewcolorsandpatterns areauthenticallytranslatedintothefabricsweproduce.
AlsomaintainingacloseworkingrelationshipwithAndersonis marketing,whichHalHunnicuttdescribesinanarticleinthis issue.OurAndersonplantisanessentialpartofourmarketing story,andourcustomersenjoyvisitingtheplant,whichwillsoon featureanexpandedshowroomforthedisplayofourproducts.
Duringthepastfewyears,wehaveaddedmarketmanagers toCustomFabrics,givingusadedicatedfocusonawning, marine,furnitureandcontractmarkets.Ourmarket managerskeepusinclosecontactwithcustomersand markettrendsandchampionresearchanddevelopment.
Wealsohaveanexperiencedsalesandmarketingteam thattravelsthecountry,workingwithawningandmarine fabricatorsandOriginalEquipmentMakers(OEMs).This teamservesasoureyesandearsinthefieldandprovides anessentialservicelink.
OtherresourcesfromCustomFabricsincludeteamsincustomer service,financeandproductsampling.HarryGobble,whois headingournewlyformedDistributionGroup,haswrittenan articleforthisissuethatdescribeshowdistributionserviceswill bringusintocloserrelationshipswithourcustomers.
GlenRaven’ssuccess,andthesuccessofourcustomers, hasbeenbasedonourabilitytoidentifyandserveprofitable nichesinavarietyofperformancefabricsmarkets.When youareanicheplayer,itrequiresanincrediblearrayof diverse,nimbleandtalentedresources.Weareproudtohave theseresourcesavailabletoourcustomersaswecontinue topromotethe“Custom”inGlenRavenCustomFabrics.
An18-yearveteranwithGlenRaven,includingserviceassitemanagerfor theAnderson,S.C.facility,LeibOehmigisgeneralmanagerofGlenRaven CustomFabrics-Americas.HeearnedaBachelorofSciencedegreein managementandanMBAfromClemsonUniversity.
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LeibOehmig GeneralManager, GlenRavenCustomFabrics-Americas
ABOVE: Sunbrella®Fabrics,aleaderinthecasualfurnitureindustry.
OPPOSITEPAGE: LeibOehmig
“GlenRaven’ssuccess,andthe successofourcustomers,hasbeen basedonourabilitytoidentifyand serveprofitablenichesinavariety ofperformancefabricsmarkets.”
Researchanddevelopmentisaprocesswithnoend. Canwecreatefabricsthataremoredurable,more comfortable,moreattractiveandmoremarketable?
Theanswertoallofthesequestionsis“yes,”whichiswhy weinvestheavilyinresearchanddevelopmentyear-in andyear-out.
OurR&Dresourcesareextensive,includingresearchlabs atourmanufacturingfacilities,independentresearchservices intheU.S.,EuropeandAsia,university-basedresearch centersandoutdoortestingfacilities.
Intermsofin-housecapabilities,wehavethelargestcollection ofweatheringstationsthatIamawareofintheindustry.We cansimulateyearsofenvironmentalexposurewithinhours aswedevelopnewproductsandtweakexistingfabrics.
Weturntoindependentresearchcentersforspecialized testingcapabilities,suchasflameretardencyorbasicpolymer chemistry.Outsidelabsarealsoimportantwhenweneed independentverificationofin-housetestresults.
UniversitylabsincludeClemsonUniversityinSouthCarolina, N.C.StateandtheInstituteforTextileTechnologyinNorth CarolinaaswellasresearchcentersinEurope.Affiliations
withuniversitiesgiveusaccesstospecializedtesting equipmentaswellasexposuretothebestandbrightestminds infabricstechnology.Internshipsofferstudentsreal-world experiencesandprovideuswithopportunitiestocomplete specializedstudies.
Outdoortestingfacilitiesallowustoexposeourfabricsto real-worldenvironmentalconditions,suchasacidrain,that cannotbeduplicatedinlabs.TestingfacilitiesinFloridaand Arizonaprovideextremesinsunexposure,withFlorida offeringtheaddeddimensionofhighhumidity.Wearealso workingwithanoutsidetestingcenterinColoradothatuses mirrorstointensifysunexposure.
GlenRavenmarketmanagersdrivethedevelopmentprocess, conveyingcustomerandmarketopportunitiestoourtextile engineerswhospecializebymarketsegmentandmanagethe developmentwork.Wealsoprovideourengineerswith“free time”duringwhichtheyareencouragedtopursuetheirown innovativeideas.
WefindthatitisidealtohaveR&Dfacilitieslocatedwithin manufacturingcenters.ThecloseproximityofR&Dand manufacturingspeedsthecommercializationprocess andassuresacrosspollinationamongmarketing,R&D, production,sampleweavingandqualityassurance.We runmorethan400trialseachmonthatourAnderson, SouthCarolinafacilityalone.
Researchanddevelopmentrepresentsasubstantialand essentialinvestmentbyGlenRaveneachyear.Ourcustomers looktoustoimproveourexistingproductsintermsofstyling andperformanceonacontinualbasis.Customersalsorelyon usforasteadyflowofnewproducts,andourowngoalisto generate25percentofourannualsalesfromnewofferings.
R&D–aprocesswithnoend.Thisisacommitmentthat servesasafoundationforGlenRaven’ssuccessandgives ourcustomersconfidencethattheycanlooktousforthe next“bigidea.”
JohnCoatesisvicepresidentofresearchanddevelopmentforGlenRaven CustomFabrics.AgraduateofN.C.StateUniversityinindustrialengineering, CoateshasbeenwithGlenRavenfor12years.
JohnCoates VicePresident, Research&Development, CustomFabrics
JohnCoates
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Researching,developing, neverending
ithalong-standingreputationforthelatestin leading-edge,fabric-basedsolutions,research anddevelopmentistheheartandsoulofDickson Coatings.Wehavethedisciplinetoevaluatehundredsof opportunitiesandselectthosewiththegreatestpotential.We alsohavetheresourcestotakeeachopportunityfrom conceptthroughdevelopmentandultimatelyto commercialization.
Werelyonourmarketmanagersforacontinualflowofnew ideas,andmembersofourmanagementteamregularlyattend internationaltradeshowswithagoalofidentifyingniches.
EverypotentialdevelopmentprojectisfilteredtotheDickson Coatings’salesandmarketingteamwhereweevaluatethem basedonafewsimplequestions–canwecreateaproduct thatnooneelseoffers,willcustomersseethisproductasa value-addedoffering,arerawmaterialsreadilyavailable,is themarketforthisproductgrowingandcanwemanufacture thefabricatagoodreturnontheinvestment?
Ifaproposedprojectmeetsallofthesecriteria,itstillmust competewitheveryotherpotentialopportunity.Werequire thatallofourdevelopmentprojectsfitonasinglepiece
ofpaper,whichmeansthatweevaluateeveryopportunity againsteveryotheropportunitysothatonlythebestofthe bestmakeittoarelativelyshortlistofpriorities.
AfteraprojectisclearedforR&D,weassignatechnicalteamof chemicalandtextileengineersandassistantsateitherourSt. ClairorourPTLdivision,dependingonthemarketsegmentand application.OurR&Dlabshavevirtuallyallofthetesting equipmenttheyneedin-houseforproductdevelopment–flame retardancy,strength,durability,color,weld-ability,UVresistance andclean-ability.Forourmediafabrics,wehavealsoacquired digitaltechnologyfortestingprintabilityandimageclarity.
Thisdisciplinedapproachservesuswell.Forexample,following thismethod,ourSt.ClairdivisioncreatedtheEvergreenlineof mediafabrics,whichnotonlyoffersexcellentprintclaritybut requiressubstantiallylessenergytomanufacturethanother bannermaterialsanddoesnotcontainheavymetals.Leading retailersandprominentpublicspaceshaveselectedEvergreen fabricsforcolorful,detailedbannerapplications.
Withthisapproach,ourPTLdivisioncreatedafabricfor thetireindustrytofacilitatethehandlingofextrudedrubber. Specificallydesignedforthisapplication,ourtirelinerfabrics notonlyimprovematerialshandling,butarealsoreusable, resultinginsignificantcostsavings.Mostoftheworld’smajor tiremakershaveadoptedourproduct.
TherearethreesecretstooursuccesswithR&D–market managerswhomaintainclosecontactswithcustomers andprovideinsightsintoglobalmarketneeds;substantial commitmenttoR&Dintermsofexperiencedengineersand testingequipment;andadisciplinedapproachthatrequiresus tosetourprioritieswithinaworldofopportunities.
TheultimatedriversforR&DatDicksonCoatingare ourcustomerswhodependonusfornewideasthatcan supporttheirgrowthoverthelongterm.Itisatremendously importantresponsibilityandthemostexcitingpartofour business–identifyinganeed,creatingasolutionandseeing itgrowandprosper.
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ThierryMosa,salesmanagerforDicksonCoatingsinFrance,hasbeenwithGlen Ravenfor10years.Heholdsamaster’sdegreeinpolymerscienceengineering.
ThierryMosa
ThierryMosa Sales&MarketingManager, DicksonCoatings
W settingprioritesina worldofopportunity
ThierryMosa Sales&MarketingManager, DicksonCoatings
Assuring financial strength
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IamoftenaskedaboutthesourceofGlenRaven’s financialstrength.Thereisnotonesource,butmany.We haveinvestedheavilyinourbrandsovermanyyears, focusingprimarilyontheSunbrella® brand,creatingvalue thatiswellacceptedbyconsumers.
Wemakedecisionsbasedonfacts,notemotion,andwehave beensuccessfulinanticipatingthefuture.Wewereamong thefirsttoexittheapparelbusinessbeforeoff-shore competitionbecamedominate.WebuiltourAndersonplant atatimewhenmosttextilemakerswereretreating.
WhileGlenRavenisfinanciallyprudent,wehavethecourage totakecalculatedrisks,providedthereissubstantialupside potential.PurchasingDicksonSAgaveusaleadingmarket shareofawningfabricsinEuropeandaccesstonewglobal markets.ConstructionofabusinesscenterforGlenRaven AsiainChinaisopeningupAsianmarkets.Ouracquisitionof TheAstrupCompanyandJohnBoyle&Companyiscreating opportunitiesforproductandserviceinnovation.
Innovationhasalsobeencentraltoourfinancialstrength. SupportfortheSunbrella® brandandacontinualflowof newproducts,fromEvergreenmediafabricstoworkplace protectiveapparel,allowustocapitalizeonprofitableniches.
Ourstatusasaprivatelyheldcompanycontributestoour financialstrength.Wemakedecisionsbasedonthebest long-terminterestsofourcustomersandourcompany,not ontheexpectationsofWallStreet.Wearemoreconcerned withincreasingshareholdervalueoverthelongtermthan quarterlyearningsstatements.
Asacompanysteepedinintegrity,ourfinancialandtrade partnerscanunderstandandtrustwhatwesay.Ifanything,
weerronthesideofovercommunicating.Wewanteveryone wepartnerwithtofullyunderstandeachnewventure.
Whileouroperatingunitsareresponsibleforfinancialresults, GlenRaven’sfinanceteamplaysakeysupportrole.We continuallyassistthebusinessunitsinevaluatingfinancial resultsandinterpretingwhatthenumbersmean.Ourteamis inagoodpositionforsuggestingpotentialoptionsfor businessstrategyandoperationaladjustmentswhennumbers trendoffplan.Wehaveconsistentlysupportednewcapital investmentswhencompellingcasesarepresented.
WehavebuiltastrongfinanceteamatGlenRaven, dedicatedtoassuringourcontinuedfinancialstrengthtothe benefitofourcustomers.Overtheyears,wehave emphasizedtherecruitmentandretentionofprofessionals withsignificantbusinessexperience,includingCPAs.
ThemostsatisfyingaspectofservinginfinanceatGlenRaven isseeingthenumberscometolife.Ourteamworksclosely withthebusinessunitsinassessingrisksandmakingstrategic decisions.Whenacommitmentismadetomoveforwardwith anewstrategyoracapitalinvestment,ourfinance professionalsareanintegralpartofthedecisionprocess.
SowhatisthekeytofinancialstrengthatGlenRaven? Thereisnosinglekey;rather,itistheresultofcustomerfocuseddecisionmaking,collaboration,integrity,innovation, commitmenttobranding,anticipationofchangeand, ultimately,courage.
GarySmith,seniorvicepresident,treasurerandchieffinancialofficerjoined GlenRavenin1998asdirectoroffinanceforCustomFabricsandDickson. Acertifiedpublicaccountant,SmithearnedaBachelorofSciencedegreein businessadministrationfromtheUniversityofNorthCarolina,ChapelHill.
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GarySmith ChiefFinancialOfficer
ABOVE: U.S.AirForcehangarintheMiddleEastcoveredwithDicksonCoatingsfabric. OPPOSITEPAGE: GarySmith
“Asacompanysteepedinintegrity, ourfinancialandtradepartnerscan understandandtrustwhatwesay. Ifanything,weerronthesideof overcommunicating.”
